Page 71 - European Cruise Traveller Duty & Tax Free Retail
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6.1.2 ON-LAND VISITING DRIVERS
According to industry sources, in 2014 the European region amassed 29 million passenger visits to around 250 European port cities, clearly illustrating the overwhelming potential for on- land port Duty & Tax Free stores in the European region. However, our research illustrates how port stores are currently driving lower levels of visiting among those aware of the service compared to the on-board offer. This coupled with fairly low awareness of the on-land offer is currently having a detrimental effect on the on-land channel, with only 30% of our sample visiting a store on-land during their last trip.
When looking at methods of increasing on-land visiting, store operators should look to prioritise the following three visiting drivers in marketing strategies:
To browse and maybe buy something,
To look for a souvenir / local product, and
To look for a gift.
VISITING DRIVERS: ON-LAND DUTY / TAX FREE STORES
Base: On-land visitors (226)
Industry Insider:
European Cruise Duty & Tax Free Retail 2016
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